Communicating Corporate Social Responsibility: The Trust Factor

The Trust Factor: Communicating Corporate Social Responsibility explores theoretical frameworks and practical applications for creating trust between organizations and key stakeholders, offering guidance on appropriate channels for communication and a robust communication model.

Format: Hardback
Length: 134 pages
Publication date: 15 January 2023
Publisher: Lexington Books

When corporations are under mounting pressures to develop and execute corporate social responsibility (CSR) programs and address societal concerns, The Trust Factor: Communicating Corporate Social Responsibility delves into theoretical frameworks and practical applications for fostering trust between organizations and key stakeholders. By examining the impact of corporate social responsibility on social media engagement and purchase intention, Kristie Byrum navigates the question of "who" should convey the CSR message and provides guidance on appropriate communication channels. Byrum presents a comprehensive communication model that takes into account the delicate value of trust in the context of corporate social responsibility communication and offers insights on how organizations can formulate and execute effective corporate communication strategies that consider the appropriate source and channel. This book will be of particular interest to scholars of communication, public relations, and leadership.

Introduction:
In today's business landscape, corporations are increasingly being held accountable for their impact on society and the environment. As such, they are increasingly implementing CSR programs to demonstrate their commitment to social responsibility and sustainability. However, the success of these programs depends on the ability of organizations to communicate their CSR initiatives effectively to their stakeholders.

The Trust Factor:
The Trust Factor: Communicating Corporate Social Responsibility explores the theoretical frameworks and practical applications for creating trust between organizations and key stakeholders. By examining the effects of corporate social responsibility on social media engagement and purchase intention, the book provides guidance on who should carry the CSR message and offers insights on appropriate communication channels.

Corporate Social Responsibility and Social Media Engagement:
The book highlights the importance of corporate social responsibility in shaping social media engagement and purchase intention. It demonstrates how organizations can use social media platforms to communicate their CSR initiatives, engage with their stakeholders, and build trust. Byrum provides examples of successful CSR campaigns on social media and offers practical tips for organizations to create effective social media strategies.

Who Should Carry the CSR Message:
One of the key challenges in communicating corporate social responsibility is determining who should carry the CSR message. Byrum argues that it is not just the responsibility of the corporate communications team but also of the entire organization. She suggests that organizations should involve their employees, customers, and other stakeholders in their CSR initiatives and encourage them to share their experiences and perspectives.

Communication Channels:
The book also discusses the importance of choosing the appropriate communication channels to convey the CSR message. Byrum suggests that organizations should use a mix of channels, including social media, traditional media, and face-to-face interactions, to reach their target audience effectively. She provides examples of successful communication strategies that have been used by organizations to engage with their stakeholders and build trust.

Conclusion:
In conclusion, The Trust Factor: Communicating Corporate Social Responsibility is a valuable resource for scholars of communication, public relations, and leadership. It provides a comprehensive framework for creating trust between organizations and key stakeholders and offers practical insights on how organizations can communicate their CSR initiatives effectively. By examining the effects of corporate social responsibility on social media engagement and purchase intention, the book demonstrates the importance of building a strong reputation and brand image for organizations.

Dimension: 229 x 152 (mm)
ISBN-13: 9781793646484